乔布斯的创新密码(苹果主题)

ThereareveryfewpeopleintheworldtodaymorecloselyassociatedwithinnovationthanAppleco-founder,SteveJobs.HeistheclassicAmericanentrepreneur—startinghiscompanyinthesparebedroomofhisparents’house,andpioneeringthefirstpersonalcomputerforeverydayuse.ThefamedNewYorkTimescolumnist,ThomasFriedman,wroteacolumninwhichhesaidAmericaneedsmorejobs—SteveJobs.HemeantthatinnovationandcreativitymustbenurturedandencouragedtohelptheU.Sandothercountriesemergefromtheglobalrecession.EveryonewantstolearnmoreaboutSteveJobs,yetveryfewjournalistshaveidentifiedtheprinciplesthatdriveSteveJobsandhissuccess.Untilnow,thatis.TheInnovationSecretsofSteveJobs(McGraw-Hill,October,2010)revealsthe7principlesthatarelargelyresponsibleforhisbreakthroughsuccess;principlesthathaveguidedSteveJobsforhisentirecareerand,moreimportant,principlesyoucanadopttodayto“thinkdifferently”aboutyourcompany,productorservice.SteveJobshassomethingtoteachyouaboutyourcareer,yourbusiness,andyourbrand.Hethinksdifferentlyabouteveryaspectofbusiness–fromproductdesigntomarketingtocommunications.Herearethe7principlesresponsibleforJobs’breakthroughsuccess.PrincipleOne:Dowhatyoulove.Passioniseverything.Innovation—whichsimplymeans—newwaysofdoingthingsthatimproveourlives---cannotflourishunlessyouaretrulyobsessedwithmakingsomethingbetter—beitaproduct,aservice,amethodoracareer.“Havethecouragetofollowyourheartandintuition.Theysomehowalreadyknowwhatyoutrulywanttobecome.”Jobshasfollowedhishearthisentirecareerandthatpassion,hesays,hasmadeallthedifference.It’sverydifficulttocomeupwithnew,creativeideasthatmovesocietyforwardifyouarenotpassionateaboutthesubject.In1972,SteveJobsdroppedoutofReedCollegeinPortlandafterjustonesemester.Hestayedanother18monthsto“dropin”tothoseclassesheenjoyed,likecalligraphy.Calligraphydidn’thaveanyobviouspracticalapplicationinhislifebutitwouldcomebacktoJobswhenhecreatedtheMac.TheMacintoshwastheworld’sfirstcomputerwithbeautifulfontsandtypography.IfSteveJobshadn’tfollowedhispassion,we’dstillbeenteringlinecommands.“Beingtherichestmaninthecemeterydoesn’tmattertome.Goingtobebedatnightsayingwe’vedonesomethingwonderful—that’swhatmatterstome.”“Passionwon’tprotectyouagainstsetbacks,butitwillensurethatnofailureiseverfinal.”–BillStrickland“Idon’tmindfailure.I’vealwaysthoughtthatschoolchildrenshouldbemarkedbythenumberoffailuresthey’vehad.”–JamesDysonHowtodofindyourpassion?Passionsarethoseideasthatdon’tleaveyoualone.Theyarethehopes,dreamsandpossibilitiesthatconsumeyourthoughts.Followthosepassionsdespiteskepticsandnaysayerswhodonothavethecouragetofollowtheirdreams.PrincipleTwo:Putadentintheuniverse.Thisspeakstovision.Innovationdoesn’ttakeplaceinavacuum.Youneedtoknowwhereyou’regoing,whattheultimatedestinationis,andyouneedtoinspireothers,evangelists.“We’regamblingonourvision,andwe’dratherdothatthanmake‘me-too’products.”SteveJobshasneverunderestimatedthepowerofvisiontomoveabrandforward.In1976,SteveWozniakwascaptivatedbyJobs’visionto“putacomputerinthehandsofeverydaypeople.”In1979,JobstookatouroftheXeroxresearchfacilityinPaloAlto,California.Therehesawanewtechnologythatletusersinteractwiththecomputerviacolorfulgraphicaliconsonthescreeninsteadofenteringcomplexlinecommands.Itwascalleda“graphicaluserinterface.”Inthatmoment,Jobsknewthatthistechnologywouldallowhimtofulfillhisvisionofputtingacomputerinthehandsofeverydaypeople.JobslatersaidthatXeroxcouldhave“dominated”thecomputerindustrybutinsteadits‘vision’waslimitedtobuildinganothercopier.Twopeoplecanseethesamethingbutperceiveitdifferentlybasedontheirvision.SteveJobssetoutwithavisiontochangetheworld.What’syourvisionforyourproduct,brand,andyourcareer?Passionfuelstherocket,butvisionpointstherockettoitsultimatedestination.PrincipleThree:Kickstartyourbrain.Creativityleadstoinnovativeideas.Jobsbelievesthatabroadsetofexperiencesexpandsourunderstandingofthehumanexperience.Abroaderunderstandingleadstobreakthroughsthatothersmayhavemissed.Breakthroughinnovationrequirescreativityandcreativityrequiresthatyouthinkdifferentlyabout…thewayyouthink.“Creativityisjustconnectingthings.”Theideafellfromatree,literally.SteveJobshadreturnedfromvisitingacommune-likeplaceinOregonlocatedinanappleorchard.Appleco-founderandJobs’pal,SteveWozniak,pickedhimupfromtheairport.Onthedrivehome,Jobssimplysaid,“Icameupwithanameforourcompany—Apple.”Wozniaksaidtheycouldhavetriedtocomeupwithmoretechnicalsoundingnamesbuttheirvisionwastomakecomputersapproachable.Applefitperfectly.DalaiLamaIndiaFourSeasonsMercedes-BenzCalligraphyApplesSteveJobscreatesnewideaspreciselybecausehehasspentalifetimeexploringnewandunrelatedthings—seekingoutdiverseexperiences.Jobshiredpeoplefromoutsidethecomputingprofession,hestudiedtheartofcalligraphyincollege,meditatedinanIndianashram,andevaluatedTheFourSeasonshotelchainashedevelopedthecustomerservicemodelfortheAppleStores.Lookoutsideyourindustryforinspiration.“PartofwhatmadetheMacintoshgreatwasthatthepeopleworkingonitweremusicians,andpoets,andartists,andzoologists,andhistorianswhoalsohappenedtobethebestcomputerscientistsintheworld.”PrincipleFour:Selldreams,